“Sustainable” has become a catch-all term to describe a better way of producing the clothes that we buy and wear. Sustainability has also become a very trendy and efficient word used as a marketing tool rather than backed with sustainble value chain and ethical behaviour.
But what is sustainable fashion?
A growing design philosophy and movement? Certainly! But essentially It’s the antithesis of fast-fashion and that habit of buying a new, cheap dress for every night out, which may well fall apart after a couple of washes anyway, and that is perhaps the easiest way of putting it.
But what we in Lora Gene believe it is?
''Sustainability comes into play at each stage of a garment’s life, from the initial design to the recycling when it’s worn out''
There isn't really a common definition of what sustainble fashion is, but we believe in creating our own definition and that is our sustainble policy - It is at the core of everything we do and it is embedded in each product that wears the label, the operations behind it and the people who made it.
Why sustainble fashion matters?
Fashion holds a mirror up to society, showing what’s going on in economic, cultural, social and environmental terms, It is also implicated in some of the biggest environmental and social challenges that we face globally including climate change and modern slavery. Fashion has also been the biggest needlessly polluting and damaging to the environment sector in business.For instance some concerning statistics shows that by 2030, it is predicted that the industry’s water consumption will grow by 50 percent, its carbon footprint will increase to 2,791 million tons and the amount of waste it creates will hit 148 million tons.
What can we do?
A significant progress has been made by brands and retailers to minimize their impact. Many are using sustainable cotton initiatives to reduce water, energy and chemical use, new dyeing technology to reduce water consumption by up to 50 percent. But in spite of industry's efforts to reduce environmental impact the problem still lies with the massive consumption, in other words the insatiable appetite for fashion and buying more clothes. With a staggering number of 10% increase for the last couple of years, the UK is one of the leading countries when it comes to consumption of Fast Fashion.
What we are doing?
We at Lora Gene strongly believe that a small action multiplied by billion people could really make an impact and we took this approach in designing and creating the range.
We design with sustainability at mind
Buying surplus stock fabrics is a vital step in reducing waste and minimising harm to the environment. Buying GOTS certified fabrics and natural fibres which are recyclable and biodegradable is an absolute must in Gene's design decisions - Silk, wool, cotton, linen, Tencel. Over time, it is thought that slow fashion may become the norm, with consumers wearing classically styled garments that last for years instead of months or weeks. We have laws worked within the classic minimalism with intricate detailing that could always be relevant and fresh. And we are proud that most of our garments are in our customer's seasonal wardrobes again and again without looking ''last season''.
We sell with sustainability at mind
We have made half of our range based on the Pre-order sales. Being able make sales projections more accurately and reduce waste within the production cycle is the first and most significant step towards sustainable fashion.The desire for new clothes is something that may be impossible to change. So instead of trying to appeal to the consumer’s supposed ethical streak, we aim instead to use new technology and business models to design products that can be recycled or re-engineered into new styles with minimal use of virgin materials, water, energy and chemicals.
Improving the lifecycle
Sustainable clothing is also all about reducing waste during the production process and ensuring workers that create clothing are offered safe, clean conditions and fair wages. High-quality fabrics also prolong the lives of clothes and means they don’t have to be replaced so often. Work to improve each stage of a garment’s lifecycle is constantly taking place. These stages include design, the production of raw materials, manufacturing, storage, transport, marketing, sale, use, reuse and recycling.
Global codes of conduct
Natural resources including water, land, soil, energy, plants and animals should be treated with the utmost care if clothing is to be deemed sustainable. All stakeholders are being encouraged to enhance working conditions for all involved in the design, manufacturing and supply of fashion, adhering to strict international codes of conduct.